The idea was to invite Jameson fans to take part in a quiz that put the particpant through a range of hairy scenarios and challenge them as to which friends of theirs would deal best in the situtation. As they answered a question they selected a friend to join their safari team. Each team member was asked to RSVP to be a part of the team. The lucky team winners got to go on an Urban Safari to New York.
Rates of engagement increased by a factor of 2 i.e. more than twice the rate of interactions were recorded on Jameson's page during the promotion. More than 3,000 fans were added from a base of 24,000 at that time while 1,400 Urban Safari app users created teams of 4 friends.